PhonePe is set to launch an app store called Indus Appstore, in a move that could challenge the dominance of Google Play Store and Apple App Store. The Indus Appstore is expected to benefit from Paytm’s decline in popularity.
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PhonePe’s Indus Appstore launches on February 21
Indian digital payments giant PhonePe is set to launch its own app store, Indus, on February 21st. This Android-based marketplace aims to provide a localized and competitive alternative to Google Play Store, catering specifically to the Indian audience.
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Indus App Store positions itself as a “Made-in-India” app store, catering specifically to the needs of Indian users. It will offer apps in 12 regional languages, going beyond English to reach a wider audience.
This language support extends to app descriptions, screenshots, and even video-led app discovery, aiming for a more personalized and culturally relevant experience.
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PhonePe’s entry into the app store market directly challenges Google Play Store’s near-monopoly in India. Indus promises several advantages for both users and developers.
The launch of Indus Appstore comes at a time when the Indian app ecosystem is booming. The Indus App Store Developer Platform launched in September 2023, and has already onboarded major players like Dream11, Nazara Technologies, Flipkart, and Domino’s.